Cashing in on Customer Insight

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IBM case study

Company: IBM

Published: 11 April 2014

Business Area: Marketing Strategies

Format: Portable Document Format (.pdf)

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Overview:

Customers' actions and interactions speak volumes. Purchase behaviors, social conversations, contact center interactions, responses to promotions - these actions and discussions provide unique insight into customers' needs and preferences. Unlocking these insights through customer analytics allows companies to gain the understanding of their customers required to deliver unique customer experiences. It also helps organizations determine optimal ways to improve customer engagement, lifetime value, and satisfaction; and take action to make customer-focused improvements.

Supported by insights from IBM and Peppers & Rogers Group, this white paper will help readers learn how to:

  • Identify granular attributes about customers (e.g., life-stage changes) that marketing and customer service departments can use to improve communications and offers
  • Integrate social and other unstructured data with traditional enterprise feedback and transactional information to develop a multidimensional view of each customer.
  • Integrate social and other unstructured data with traditional enterprise feedback and transactional information to develop a multidimensional view of each customer.
  • Leverage customer intelligence to deliver more targeted communications, which can help strengthen the customer-company relationship.
  • Amp up customer intelligence by adding analytics and executive dashboards to determine which marketing campaigns are most effective with certain customer groups and why.

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